The project

Perk & Pup is a hybrid concept that brings together a specialty coffee experience and a dog-focused retail and care offering under one cohesive brand. Located in historic Frederick, Maryland, the first location was conceived as a community-driven destination rooted in everyday rituals shared between humans and their dogs.

The identity reflects this dual nature; balancing warmth, playfulness, and refinement. It is built on a clean typographic foundation, contrasted with a more expressive layer of illustrations and graphic elements. At the core of the brand is Perkie, a custom character used across touchpoints to humanize the experience and reinforce its distinctive tone. A flexible visual language of patterns and compositions allows the brand to extend seamlessly across digital and physical environments.